Relação agência-cliente

: estudo de caso Grupo WAT e Sheraton Lisboa Hotel & Spa

Abstract

Communication professionals have been progressively specializing in advertising, relational marketing, public relations, and other disciplines. These changes lead from a growing number of communication agencies, which offer organizations an effective communication mix, or better a global communication service. Agencies are thus service companies that work with the disclosure and promotion of brands and products in order to improve and optimize the management of organizations and their commercial results. The present research has, as main objective, to understand the communication relationship between the Grupo WAT, communication agency, and a client, Sheraton Lisboa Hotel & Spa, international chain of hotels and resorts. As in all organizations, also in agencies, effective communication is essential, enabling them to develop coherence and conciseness, which will be reflected in the achievement of their goals. Therefore, in order to study the effectiveness of the work of the Grupo WAT, a recent Portuguese communication agency, the activities developed and the relationship established with the Hotel were studied through a qualitative analysis based on four interviews and document analysis. Through the analysis carried out, it was possible to verify that the partnership between the Grupo WAT and the Hotel has led to changes in the Hotel’s image, particularly in its communication process, visible in all the pieces introduced by the agency and also in the new concepts and ideas associated with these changes, such as the conceptions of modernity and quality. These good results have also contributed decisively to the development of a very positive relationship between both parties, which is fundamental in a partnership.

Date of Award	29 Jun 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Duff Burnay (Supervisor)